 Except in radio, actually. Well, yeah, because you've got content creators. It doesn't make sense. But whatever. The point here is that you have large organizations that lose sight of core missions because they're successful in addressing the thing that they were designed to do. And then once they do it and they get it all worked out, then it's like, cool. It's all running right. It's all running well. And then you're always looking for other things to do. It's like, okay, how can we get better?